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The Best LinkedIn Content Strategy in 2026 — Transcript

by Diandra Escobar · 3,961 words · 610 segments · language en · Watch on YouTube

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0:00This content strategy helped me build a
0:02six-figure agency from scratch, get
0:06invited to speak at conferences all
0:07around the world, and generate close to
0:09a million dollars in revenue, all from
0:12LinkedIn, all organic. But, with content
0:17strategy, I don't mean a 45-page
0:20document [music]
0:21that is going to be in your Slack
0:24channel collecting dust. A real content
0:26strategy is a system. It's knowing
0:28exactly what to post, when to post it,
0:31why you are posting it, and [music] how
0:33it connects to actual business outcomes.
0:36In this video, I'm breaking down the
0:38exact content system I use for myself
0:40and every client at my agency,
0:42>> [music]
0:42>> the four content types you need, the
0:44infrastructure that makes it
0:46sustainable, and the writing process
0:48that turns your expertise into posts
0:51that actually convert. So, let's get
0:53into it.
0:58Before we build the system, let's talk
1:02about why most approaches don't work.
1:05The biggest mistake I see and I did as
1:07well is optimizing for wrong metrics. We
1:11chase impressions. We chase followers.
1:14We see a post hit 100K views and think
1:16that that's the goal. But, I've had a
1:18post hit 5,000 impressions that
1:20generated more qualified leads and posts
1:23that hit 100,000.
1:25And I also know creators with double my
1:28following that don't make a single penny
1:31out of LinkedIn. It sounds crazy, but
1:33it's true. Why? Because reach without
1:36relevance is worthless. If you are
1:39getting eyeballs from people who will
1:40never buy from you, never refer you,
1:43never become valuable connections, then
1:46what is the point? The second mistake is
1:49posting without a funnel. Most people
1:52post whatever comes to mind. I did that
1:54as well. Monday, it's a hot take.
1:57Tuesday, it's a case study. Wednesday,
1:58it's a personal story. There's no
2:00strategy connecting any of it. Your
2:03content needs to do different jobs. Some
2:06posts bring new people. Some posts build
2:08trust. Some posts convert. If you're
2:11only doing one of those, you are leaving
2:13money on the table. The third mistake,
2:17no infrastructure. We think a content
2:20strategy is about the posts or the
2:23woo-woo idea that's in the business, and
2:26it's not. It's the system that actually
2:28produces the posts. Without
2:29infrastructure, you're starting from
2:31zero every time you sit down to write.
2:34You are relying on motivation instead of
2:37process. That's why most people burn out
2:41after 3 weeks. So, here's what we are
2:44building today. A complete system with
2:48three parts. First, the content funnel.
2:51What types of content you need and how
2:53they work together. Second, the
2:56infrastructure. The back end that makes
2:59consistent posting actually sustainable.
3:02Third, the execution. How to actually
3:04write posts that perform. So, let's
3:08start with the funnel.
3:14Every piece of content you create should
3:16fall into one of four buckets. Each
3:18bucket does a different job in moving
3:20someone from stranger to client. Bucket
3:23one, growth content. This is content
3:27designed to reach new people. Industry
3:30observations, trend commentary, pattern
3:33recognition, hot takes that make people
3:36stop scrolling. Growth content is broad
3:39by design. You're not trying to convert
3:41anyone here. You're trying to get
3:43discovered. Here are some examples of
3:45growth content. You can be commenting on
3:47industry news. You can be sharing
3:49observations about what you are seeing
3:51across clients, challenging conventional
3:54wisdom in your space. The goal is very
3:57simple. Someone who's never heard of you
4:00sees this post, finds it interesting,
4:02and thinks, "Who is this person?" Bucket
4:05two, authority content, my favorite.
4:09This is where you prove you actually
4:11know what you are talking about.
4:13Frameworks, case studies, deep
4:15expertise, client results, authority
4:18content builds trust. It's the
4:20difference between someone thinking,
4:22"This person has interesting opinions."
4:25and "This person can actually help me,
4:28and they are credible enough for me to
4:30believe in what they're saying." Here's
4:32some examples. Breaking down a framework
4:34you use with clients, walking through a
4:37very specific case study with specific
4:39results, explaining your methodology for
4:42solving a common problem. Authority
4:44content attracts a narrower audience
4:47than growth content, and that's actually
4:49the point. the right people paying
4:51attention, not everyone. Bucket three,
4:55conversion content. This is content that
4:58actually asks for the business. Lead
5:01magnets, direct offers, CTAs that move
5:04people from engaged followers to
5:06qualified conversations. And we're
5:09scared of conversion content because it
5:11feels salesy, but if you've built trust
5:14with growth and authority content,
5:16conversion posts feel like a natural
5:19next step. Here's some examples. You can
5:22be offering a free resource in exchange
5:24for a comment or DM. You can be sharing
5:26that you are opening up spots for new
5:29clients, promoting a newsletter or lead
5:32magnet, a new feature within your
5:33product. The key is that conversion
5:36content only works if the other buckets
5:39have done their job. You can't convert
5:41people who don't trust you yet. Bucket
5:45four, personal content. This is where
5:47you show the human behind the expertise.
5:51Your story, your perspective, behind the
5:54scenes of what you are building.
5:56Personal content deepens connection with
5:58people who already follow you. It's what
6:01makes them remember you specifically,
6:04not just your advice. Till today, I have
6:07people remembering me because of a post
6:09I did with my mom. But the important
6:12note is that personal content is not
6:14what my dog taught me about B2B sales.
6:17It's real updates that your community
6:19actually cares about because they're
6:21invested in your journey. And personal
6:24content only works once you've built a
6:28community. If nobody knows you yet, they
6:30might not care about your personal
6:32updates. So you need to earn the right
6:34to share personal content by providing
6:36value first through growth content and
6:39through authority content. So what's the
6:42mix? Here's how I think about the ratio.
6:44And it can vary depending if you're just
6:46starting out, but growth content should
6:48be about 35%. This is how we get people
6:51finding you. Authority content, another
6:5335%. This is how we convert attention
6:55into trust. Conversion content should be
6:57about 20%. This turns trust into
7:00business. And personal content could be
7:01about 10%. This deepens connection with
7:05your core audience. And these aren't
7:07hard rules. Like I mentioned before,
7:09some weeks you'll lean heavier on one
7:11bucket, but if you zoom out over a
7:13month, you want all four represented.
7:16And here's something that I was
7:18struggling when I was building this
7:20funnel is your voice and point of view
7:23should shine through all of them. These
7:26buckets are about intent, not style.
7:30That's why a growth post and an
7:32authority post can both be storytelling.
7:35They can both educate. The difference is
7:38what they're doing in your funnel. Okay,
7:42but before we start, there are two
7:45things I want you to do. The first one
7:48is go into deep research mode. If you
7:54haven't already understood who are the
7:56key players within your industry posting
7:58on LinkedIn, if you haven't gone and
8:02stalked your favorite LinkedIn creators
8:05and what are the posts that do well for
8:07them, what are their outliers, if you
8:10haven't gone in and checked if your ICP
8:13is more of a lurker or they're posting,
8:15stop everything and do that right now
8:18before you keep watching this video.
8:20Because that is super important. In a
8:23video where I talk about how I stole my
8:25way to $1 million
8:28through LinkedIn, I talk about this more
8:30in depth, so go check that out. But we
8:32want to get as much inspiration from the
8:35people that have done this well.
8:37Understanding what are the outliers,
8:40what are the things that perform the
8:41best, what is our ICP mostly interacting
8:44with, what formats, how are they doing
8:47things, just to get some inspo. If
8:49you're going to just start posting and
8:51creating a content strategy and a
8:53positioning doc without actually
8:55understanding and doing some benchmark
8:57and some research within your industry
8:59within LinkedIn, again, like I mentioned
9:01before, stop everything you're doing cuz
9:04you're going to start in a really rough
9:05patch. If you've already done that, then
9:07we can continue. So, the second thing I
9:09want you to make sure you have is a set
9:12of three assets. I want you to build a
9:16small document, not a 49-page
9:20presentation doc that you will never use
9:23again, a small document that will be
9:26about your content strategy and your
9:28positioning. What are you going to put
9:30in this doc? What is the challenge your
9:32ICP has that you can solve? So, what's
9:35the problem and what is your solution?
9:38Then, we're going to talk about
9:39positioning. So, what is your primary
9:41positioning? An alternative framing to
9:44that, why it works, what style
9:47inspirations you have, again, the heroes
9:50that you were researching before, you're
9:51going to add that there, what to avoid,
9:54and then what your company specifically
9:58solves. After that, you're going to put
10:00your ideal customer profile, your
10:03specific, you know, by industry,
10:05geographic focus, company size, that
10:08ICP's pain points, and then you can add
10:13in this document the content strategy
10:15framework that I'm going to mention in a
10:17few. So, you'll understand why we need
10:20this. This is to be able to upload into
10:23your desired AI writing tool. I
10:26recommend Claude. Out of the most
10:27popular LLMs, it is the best tool to
10:31write LinkedIn posts. And the last
10:33section is where your content is coming
10:36from. So, this will also be very helpful
10:40because we are going to connect your
10:41drive and any other tools using the
10:44connectors in this case that Claude
10:46offers, so that it can have maximum
10:48context possible. The second document is
10:52your content North Stars.
10:55There is no point in creating content if
10:57you talk about you're going that way one
11:00day, you're going that way another day,
11:01you're going the other way another day,
11:03and there is no clear alignment with
11:06what we call at Distinctiva your North
11:09Stars. You should always be looking
11:11towards the same direction, going that
11:13direction, or else you're going to
11:14confuse your audience. You're not even
11:16going to have clear what it is, and
11:18content market fit is going to be
11:21extremely hard to find. So, these are
11:24going to be your guiding principles that
11:26every or most piece of content must
11:29align with at least one or preferably
11:32multiple, North Stars at a tone and
11:35format guideline. In this case, this
11:38tone and format guideline is super
11:40important so that Claude can understand
11:44your specific writing style. Depending
11:47on how much resources and how much
11:49content you can upload to Claude is the
11:53quality of the content we're going to
11:55get.
12:00Now, let's talk about the back end
12:02because the best content strategy in the
12:05world fails if you can't execute it
12:08consistently. There are three pieces of
12:11infrastructure I set up for every client
12:14and use myself. Piece one is our content
12:18calendar framework. This is where
12:21everything lives, and I mean
12:23everything. So, let me walk you through
12:26how this actually works. So, I run a
12:30Kanban board in Notion. Every piece of
12:32content starts as a card, and it moves
12:34through the pipeline. The first column
12:36is ideas. Right now, I have over 100
12:40sitting here. These are raw, half-formed
12:42thoughts, a hook that came to me at a
12:46random moment during a walk, a framework
12:49I explained on a client call, a topic I
12:51want to tackle eventually. Nothing
12:53polished, just captured. Next, I have in
12:57progress. This is where I'm actively
12:59writing, taking those raw ideas and
13:02turning in them into actual posts.
13:04Design, the copy is done. Now, it needs
13:06visuals, carousels, one-pagers, images,
13:08whatever formats fits. So, because I
13:11have a design team, I have a section
13:14that's needs design edits or needs
13:16content edits. Edits, you don't
13:18necessarily, again, like I mentioned,
13:20have to have these. This is because I
13:22have an agency team members, and we you
13:25to know when someone needs to come in
13:28and do some sort of edit. And then
13:31posted. I've got 449
13:34posts tracked in there. That means that
13:38I've posted I didn't even notice that.
13:39I've posted 449 times. Every single
13:42thing I've published dated and tagged by
13:45format. And there is an extra column I
13:47have here called for this in Thiva
13:49because a lot of my posts can be
13:51repurposed for other team members to
13:52use. Contents that become templates,
13:55frameworks that gets adapted for the
13:57rest of the team to use. And it's
13:59something that we're trying to implement
14:00more, which is employee advocacy. So
14:03every card is tagged by format,
14:05carousel, one-pager, video, images, text
14:07posts. So when I need a specific type of
14:10content, I can filter it instantly. This
14:12content calendar framework solves the
14:14biggest problem people have, sitting
14:17down to write with no idea what to write
14:20about, especially this column of content
14:23bank. When your bank has ideas waiting
14:26for you, you're never starting from
14:28zero. You're just picking what to work
14:30on next. Piece two is our Google Drive.
14:33This is where I keep all my source
14:35material, meeting transcripts, SOPs,
14:38conference presentation, client
14:39onboarding docs, strategy decks.
14:42And this is why this actually matters
14:44because Drive is connected to my cloud.
14:48So when I need to create something, I'm
14:49not starting from scratch. I'm not
14:51staring at a blank page trying to think
14:53of something smart to say. I can pull up
14:56a transcript from my latest sales calls
14:58and say, "Turn this objection handling
15:00into a post. Tell me the prospects'
15:03biggest pain points and how I solved
15:05them and give me a hook based on that."
15:07Like there's so many different ways you
15:09can use your source materials that are
15:11already in Drive or grab a conference
15:13presentation and extract three LinkedIn
15:16ideas from it. The content already
15:18exists. It's buried in calls I've
15:21already had, presentations I've already
15:23given, documents I've already written.
15:26And Drive is just my way of making it
15:27accessible and the Claude connection
15:29makes it actually usable. So, in this
15:32case, you don't need that many tools.
15:34With an organized Notion content
15:37calendar, a Drive, and then your desired
15:40AI writing tool, you have enough and
15:43that is the difference between creating
15:45content and extracting content because
15:49one is exhausting, the other is an
15:52actual system. Can we add more
15:54automations into it? Have we for
15:56clients? Yes. Am I going to show them in
15:58this post? Don't have enough time, but
16:01there are so many automations you can
16:02build in here in Slack, with Zapier,
16:06with n8n for repurposing.
16:09There's so many other things, but it is
16:11as easy and all these years that I've
16:13been creating posts on LinkedIn as
16:16having a good content calendar in
16:17Notion, being able to source your
16:19information from somewhere, and an AI
16:21writing tool to help you out.
16:28Now, let's talk about actually writing
16:31posts because even with the best
16:33infrastructure, you need a process for
16:36turning raw insights into finished
16:38content. Here's the five-step process I
16:40follow. Step one, choose your intent.
16:43Before you write anything, decide what
16:45bucket this is for. Is this growth,
16:47authority, conversion, or personal? This
16:50decision shapes everything else. The
16:53hook, the structure, the CTA. Step two,
16:56we are going to write the body first.
16:59So, most people start with the hook. My
17:02theory is that that is backwards because
17:04you need to write the actual content
17:06first. Get your ideas done. Include the
17:08specific numbers, the frameworks, the
17:10examples. Make it useful. And once you
17:13have the body, finding the hook becomes
17:16much easier. Step three, when you've
17:18already written the body or your word
17:22vomit, we're going to mine for your
17:24hook. Read through what you wrote, find
17:26the most interesting, surprising, or
17:28provocative line, move it to the top.
17:31The best hooks already exist in your
17:33content. You just have to find them.
17:35Your hook needs to do one of three
17:38things, which is important for you to
17:39keep in mind. Create curiosity,
17:42challenge a belief, or promise a
17:44specific value. And then step four is to
17:48add a visual if it helps. Not every post
17:51needs an image, but my recommendation,
17:53according to a few studies that we've
17:56been analyzing about the LinkedIn
17:59formats that do the best, you should
18:01always try to include a visual. Either
18:05if it's an image, a one-pager, a
18:07screenshot, it just performs naturally a
18:10lot better than just text posts. So, a
18:14visual can help you get your point
18:16clear. It makes the post more scannable,
18:19or it adds credibility. So, I would
18:22include one. There's so many things you
18:23can do. Frameworks,
18:25framework diagrams, screenshots,
18:27before-and-after data, photos of you
18:29speaking or working. These all add
18:32dimension if the context is right. Step
18:35five, we end with a CTA that matches
18:37your intent. Growth posts can be
18:39anything as asking a question that
18:41sparks discussion. Authority posts can
18:43be anything like DM me for the template,
18:46comment X for the full framework.
18:49Conversion posts, you can actually put
18:51the link, let's say, under your name, DM
18:54them the keyword, or no CTAs in all of
18:57them. And then personal posts, often,
19:00you don't really need a CTA, just
19:02connection. So, what are the formatting
19:04basics? We're going to try to keep
19:05paragraphs short, two to three lines max
19:08on mobile. We use white space. We let
19:10the post breathe. We write at seventh or
19:13eighth grade reading level, simple
19:15language, clear ideas, and read it out
19:17loud before you post. If you wouldn't
19:19say it in a conversation, rewrite it.
19:22Again, as I've mentioned in other posts,
19:25formatting is completely personal to
19:28you. The idea is to be able to make your
19:31post readable. But, if you've seen any
19:33of my previous videos, I will link that
19:36one right here, I broke all the LinkedIn
19:40rules for a client's post that we were
19:43strategizing, and it went insanely
19:47viral. So, everything I say here can be
19:52adapted according to the situation, the
19:54context, and that's what makes a good
19:57content strategy. It's adapted. Just
20:00like I said, some will end with CTA,
20:03some won't. Some posts you will easily
20:06write using AI. Some others you'll need
20:09more of yourself. So, every single post
20:12it's a world in itself. Every single
20:14client that we have at The Singularity
20:16is a world in itself. Now, what should a
20:18Claude project have to be able to write
20:22good LinkedIn posts?
20:24The first thing is the instructions
20:27should be super clear. You should add
20:30what Claude's role is in this specific
20:33project, your identity, who you are,
20:36what you do, who you help, your origin
20:38story, your opinions, so spicy
20:41contrarian beliefs, things you hate in
20:43your industry, your writing rules, so
20:45any banned words you have. In this case,
20:47I would try to get banned words like
20:49leverage, unlock, game changer, dive
20:52deep, formatting, no M dashes, one to
20:55three line paragraphs, line breaks
20:58between paragraphs, and then your tone,
21:00conversational, and use contractions.
21:02Next, your knowledge base. This is in
21:05the section where you add the files. So,
21:09you can add a few of your best LinkedIn
21:11posts so it understands your writing
21:13style if you have already written
21:15LinkedIn posts, call transcripts, client
21:18conversations if you can't just easily
21:20connect it to your drive, case studies,
21:24frameworks you use, and then also
21:26examples of posts you hate so Claude
21:28knows what not to do. A clear example is
21:31you can upload a document called posts I
21:33love with screenshots and then upload
21:35upload another one called AI slop
21:37examples so Claude sees what to avoid.
21:40And here are a few prompts that actually
21:43work. Feel free to pause the video and
21:46take a screenshot.
22:17Content gets you seen, but engagement is
22:20what builds relationships. When you are
22:22starting out, your comments matter more
22:26than your posts. When you post to a
22:28small audience, few people see it. But
22:31when you comment on a post with 50,000
22:34impressions, you are borrowing someone
22:36else's audience. Strategic commenting
22:40means finding posts from people's whose
22:43audiences matches your ICP, leaving
22:46comments that actually add value, not
22:49just great post, an insight, a story, a
22:52respectful [music] challenge, being
22:54consistent 15 to 30 minutes a day every
22:58day. The goal isn't to be everywhere,
23:00[music] it's to be visible in the right
23:03places, adding genuine value, and over
23:05time this builds familiarity. People
23:08start recognizing your name. They click
23:10your profile. They follow you. The
23:12flywheel [music]
23:13starts spinning, and the psychological
23:16reciprocity effect [music] kicks in.
23:18People want to support you because you
23:19support them. And don't forget to also
23:21engage in your own post. Reply to every
23:23comment. Ask follow-up questions. Keep
23:25the conversation going. Hit their DMs.
23:28The algorithm rewards active engagement,
23:30but more importantly, it's how you
23:32actually build relationships with the
23:35people paying attention to you. One
23:38little tip I will give you here for
23:41engaging a lot easier is creating an
23:44engagement list. A simple Excel sheet
23:47will do where you divide it from
23:49category, name, LinkedIn URL, and then
23:52you can add a little checklist box if
23:54you've done it or not. One thing that is
23:57very important for you to take into
23:59account with the LinkedIn URL is don't
24:01add the person's link to their profile
24:06because then you are going to appear
24:08like you are stalking this person every
24:10single day. If they have activated being
24:13able to see who sees their profile,
24:15they're going to see you looking at
24:17their profile every single day, and
24:19that's going to be a bit creepy. So,
24:21make sure you add link of recent
24:24activity. How do you find this link? You
24:26go into their profile, you press show
24:30all posts, and then that is the link
24:32you're adding to your Excel sheet. Or
24:34else, you're going to look very creepy.
24:42Now, let me recap the complete system.
24:46The content funnel, four buckets working
24:48together. Growth brings people in,
24:51authority builds trust, conversion
24:53creates business, and personal deepens
24:57connection. The infrastructure, your
25:00content calendar for all your raw and
25:03finished material, drive for
25:05organization, Cloud Project or any AI
25:08tool for efficient writing. The writing
25:10process, you choose your intent, you
25:12write your body first, you mine for your
25:14hook, you add a visual, and you match a
25:16CTA to intent. The engagement layer is
25:19strategic commenting to borrow audiences
25:21and build relationships. And this is the
25:24system we use. This is what I built for
25:27every client at Distinctiva. It's not
25:29complicated, but it requires
25:31consistency. The compound effect only
25:34kicks in if you stick with it long
25:36enough. Commit to 90 days minimum.
25:40That's about 40 to 50 posts if you are
25:43posting three to five times a week. Your
25:45first 20 posts are practice. Post 21
25:49through 40 are where you find your
25:51voice, your community. Post 41 and
25:54beyond are where momentum kicks in. You
25:56find content market fit. Don't quit
26:00before you get there. If this was
26:02useful, subscribe. I'm breaking down
26:04LinkedIn strategy, content systems, and
26:07what's actually working for B2B
26:09companies right now. And if you want us
26:12to build this for you, if you're a
26:14founder or executive who wants to become
26:16the recognizable voice in your industry,
26:19but you don't have time to figure this
26:20out yourself or create a personalized
26:23content strategy for yourself, that's
26:25exactly what we do at Distinctiva. We
26:27extract your expertise, build your
26:29content system, and turn LinkedIn into
26:33your main content engine. Link's in the
26:35description or DM me on LinkedIn,
26:38DeAndre Escobar. See you in the next
26:40one.

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This page contains the full transcript of The Best LinkedIn Content Strategy in 2026 by Diandra Escobar, generated from the public captions YouTube serves with the video. The transcript has 3,961 words across 610 segments, with the original timestamps preserved so you can click any line to jump to that moment in the embedded player.

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